Objective

In 2024, American Century Investments (ACI) set out to redefine sports sponsorship at the American Century Championship—not just as a title sponsor but as an innovation leader blending technology, entertainment, and philanthropy. The goal? Captivate athletes, ignite fan engagement, and drive donations for the Stowers Institute through a one-of-a-kind, AI-powered experience.

Recognizing AI as the year’s most disruptive force, COFFEE Labs designed a futuristic showdown: The “Beat the Bot” Charity Challenge. ACI transformed a golf-club-testing robot into Charity Champ, an AI-powered golf challenger, daring tournament athletes to a closest-to-the-pin battle. More than just a contest, it was a tech spectacle, a comedy act, and a charitable mission rolled into one.

With stakes high—$500 to charity if the athlete won, a donation option if they lost—the activation gamified giving. But it didn’t stop there. Using real-time AI facial mapping, Charity Champ’s on-screen avatar came to life with expressive reactions and live banter, roasting players in real time thanks to a hidden comedian controlling the AI’s quips.

The result? A viral, must-see moment that blurred the line between sport, entertainment, and innovation, turning ACI into a social-first, tech-driven, and purpose-fueled brand.

Strategy

ACI and COFFEE Labs didn’t just build an activation—they built a moment. A fusion of live entertainment, AI, sports, and philanthropy, the “Beat the Bot” Charity Challenge reimagined what brand activations could be.

Athletes arriving at the 7th hole were greeted by a high-tech battle: them versus Charity Champ, a robot originally designed for golf club testing—but now reprogrammed into an AI-powered competitor. The closest-to-the-pin challenge set the stage:

• If an athlete beat the bot, ACI donated $500 to the Stowers Institute.
• If they lost, they could “buy the ball” by donating any amount.

This gamification of giving created a high-energy, stakes-driven atmosphere, but COFFEE Labs pushed it even further. They humanized the AI, embedding advanced facial mapping technology into the bot’s avatar. A comedian, hidden 50 feet away, voiced the AI character in real-time, delivering witty, roast-style commentary based on each shot.

• “Ummm, it’s golf, not croquet.” after a bad shot
• “Swing and a… well, let’s just call it an attempt.” after a whiff

This unexpected layer of humor and personality turned a simple charity challenge into a show-stopping, laugh-out-loud experience. Athletes weren’t just participating—they were fully immersed in a moment of AI-driven entertainment.

Challenges & Overcoming Them:

• Seamless Execution: Integrating live comedy with AI required millisecond-level timing. Custom-built facial mapping software ensured perfect lip-syncing and expressions.
• Engagement at Scale: To maximize visibility, ACI leveraged social channels, press, and influencer outreach, ensuring the activation lived beyond the course.

This wasn’t just a golf challenge—it was a viral sensation, a tech-driven entertainment piece, and a philanthropic powerhouse.

Results

The numbers speak for themselves:

• 100% participation (24 athletes participated), from sports icons to celebrities.
• Score breakdown – 5 participants beat the bot, 19 participants bought their balls.
• $24,000+ raised for the Stowers Institute, smashing expectations.
• 1.9 BILLION media impressions, spanning earned media, social, and press coverage.
• Viral engagement across social media, with thousands of fans reacting, sharing, and engaging with the AI-powered challenge.

But beyond the numbers, the cultural impact was undeniable. This activation wasn’t just another tournament moment—it became a talking point across sports, tech, and philanthropy.

• The AI-powered entertainment reshaped expectations for future activations—humanizing AI in a way that felt accessible, fun, and deeply engaging.
• And most importantly, the charity-first approach turned corporate sponsorship into a force for good.

With “Beat the Bot,” ACI didn’t just show up—they stole the show.

Media